South Korean skincare company Medicube recently launched a large-scale advertising campaign with billboards in Los Angeles and New York City, to celebrate TikTok Shop’s “Super Brand Day.” The dedicated event showcases a brand with exclusive deals, interactive content, and live shopping experiences, aiming to drive sales and brand visibility.
According to Lyla Chang, head of Medicube’s marketing department, the company is committed to expanding their U.S. presence.
“At Medicube, we are always looking for innovative ways to connect with our customers and bring them closer to our products,” said Chang. “This campaign was designed to merge online and offline experiences, creating multiple touchpoints. By leveraging both TikTok Shop and OOH advertising, we aimed to drive awareness, engagement, and ultimately, direct sales—all while strengthening our presence in the U.S. market as our previous efforts have been mostly focused on online traffic.”
The combo of OOH and TikTok Shop appealed to Chang as a marketing strategy.
“OOH placements in NYC Times Square and LA Moxy built brand recognition in high-traffic areas, while TikTok Shop’s integrated shopping experience enabled instant product discovery and conversion. This synergy allowed us to capture both passive and active consumers, bridging the gap between brand awareness and direct purchase.”
Medicube is amongst the first company to implement this dual strategy.
“We’ve learned that a multi-channel approach is key to success in today’s fast-moving e-commerce landscape, especially in the beauty industry. Consumers don’t just shop online or offline —they engage with brands across multiple platforms before making a purchase decision.”
Additionally, Chang said that integrating OOH advertising, pop-up activations, and TikTok Shop, they were able to reinforce their brand message across different touchpoints, creating a stronger and more cohesive consumer journey.”
Leveraging customer-review content on TikTok was instrumental in building trust and authenticity around Medicube’s products, Chang said. “We found that when everyday users shared their real experiences with Medicube, it significantly influenced purchasing behavior.”
In Asia, Medicube’s strategy is “deeply localized,” tailoring campaigns to each market’s unique consumer behaviors and cultural nuances.
“This includes targeted offline events coinciding with national holidays and promoting hero products that address each country’s climate-related needs,” she noted. “For instance, while we highlight our Collagen Jelly Cream in the dry U.S. market, we prioritize lightweight, fast-absorbing products like our Cica Cream in humid regions like Japan.”
The company also tailors each individual piece of content and influencer/KOL marketing to “resonate” with local audiences, ensuring that the messaging and approach are “perfectly suited” for each market.
“We work collaboratively across teams, enabling us to stay agile and perform at a high level in fast-paced environments,” she said. “This seamless coordination ensures we deliver culturally relevant content that maximizes impact, builds trust, and drives sales in each region.”
There are many advantages to using TikTok Shop, Pop Up Shops, OOH Advertising, each of which have significantly helped the brand.
“These channels plays a unique role in our marketing strategy–TikTok Shop provides an interactive and seamless shopping experience, allowing users to discover and purchase products without leaving the app. Pop-Up Shops create an opportunity for hands-on experiences, allowing customers to test and experience our products in real life. This builds brand trust and engagement while driving immediate sales.”
Utilizing OOH Advertising with high traffic areas in both NYC Times Square and LA, enhances brand credibility and broadens Medicube’s reach, ensuring that they remain “top-of-mind” for potential customers, said Chang.
“It also reinforces online marketing efforts by increasing overall brand awareness.”
